Time magazine, in its 25 June issue, has an article about how celebrities have become editors at the major publishing houses. The article says, “The worlds of fashion and music have long understood the power of celebrity collaborations, which count on high-profile partners to combine expertise and star power. Now book publishers are breaking out of their bubble and looking to outsiders – people with name brand cachet and stratospheric social-media followings, and who presumably love books – to curate and helm boutique lists. ‘Publishers want celebrity stardust, and, let’s face it, most writers don’t have that’, says Claibourne Smith, editor in chief of Kirkus Reviews.”
Sarah Jessica Parker’s new publishing imprint, SJP for Hogarth, released its first novel on 12 June, as the realisation of a longtime fantasy “I never imagined at this point in my life I’d have the opportunity to turn my lifelong hobby of reading into my work,” she says,
The Time article says, “The proto-celebrity editor might be Jacqueline Kennedy Onassis, who took on a consulting editorship at Viking Press in 1975. The former first lady oversaw titles on Russian costumes and fairy tales. ‘Jackie Kennedy is one of the models Sarah Jessica and I discussed when we started talking about the partnership’, says Molly Stern, senior vice president and publisher of Crown, Hogarth and Archetype books, who first approached Parker about taking a shot at publishing. ‘Jackie was a journalist before she was married to the President, and Sarah Jessica was a lifelong reader before she became an actress’.
“SJP for Hogarth will publish literary fiction – Parker’s favourite genre – with an emphasis on multicultural voices. ‘I’m focused on stories that cultivate empathy and expose us to people whose homes I’m not likely to be invited into,’ the newly minted editorial director says of her mission,”
Sarah Jessica Parker
“Parker say she gets nervous in her new role. Taking an approach that’s part book nerd and part method actor, she travels to bookseller conventions, doodles book cover ideas and attends Penguin Random House launch and marketing meetings – where she presents her selections in hopes of winning internal support necessary to any book’s success. ‘I don’t want to look like a lightweight,’ Parker says. ‘I don’t want people to think I’m dabbling. I want them to know I take their work seriously, and I try to learn about the trade – I’ve spent a lot of time learning about the importance of bookshelf placement.’ (If it isn’t visible, she notes, it’s not going to be purchased.)
“Kirby Kim, a literary agent with Janklow & Nesbit Associates, has first-hand experience with the soup-to-nuts nature of Parker’s involvement. In March, when he submitted a novel to multiple houses ahead of the London Book Fair, Parker took a break from fair events to read the manuscript, and her imprint wasting no time coming in with an offer. ‘Instead of just networking and schmoozing, she actually zoomed through the submission,’ Kim says. Ultimately, another publisher won the title. ‘You lose books – that has been gutting,’ Parker says. ‘It’s tough, but it’s good for me. I don’t have a limitless budget. I have to be thoughtful about how we’re spending our dollars,’
“Nearly every major publisher is now in the celebrity business. Simon & Schuster has Jeter Publishing, a partnership with baseball legend Derek Jeter that launched in 2013. Random House offered Lena Dunham, the creator of the HBO television show Girls, and her producing partner, Jenni Konner, their own imprint in 2016. Henry Holt & Co., known for elevated fiction and news-breaking political titles . . . announced in 2016 that it had bestowed Bravo TV personality Andy Cohen with his own imprint.
“Even so, certain authors might prefer the imprimatur of a literary institution over a celebrity’s. ‘I could see why celebrity imprints would be ripe for derision – critics might say celebrities are trying to look smart,’ says Katherine Fausset, a literary agent with Curtis Brown Ltd.
“Parker, meanwhile, is off to the races promoting her first novel. Two weeks before its release, she posted a picture of herself hailing a cab with SJP for Hogarth’s debut book in her hand. It got nearly 167,000 likes.”